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User profiling is a huge reason why Google works as well as it does. Location data is just one part of that, but a pretty big one.

If you remove that, it's as bad (or worse) than most of its competition.



User profiling is a huge reason why Google works the way that it does.

I remember a time when my wife was trying to look up a fix for Mass Effect on a 21:9 monitor. Terms like "ultrawide mass effect" and such. Google would not stop returning Blizzard help pages on how to configure the resolution for Heroes of the Storm, another game that she played. Not a single page related to the actual search terms. The more we poked at it the more I couldn't believe it. Bing, of course, just did the dumb, obvious, correct thing and returned a bunch of web pages containing the search terms, which were helpful.

Google seems to do this infuriating thing where it reduces search terms to basic "synonyms" (which are often more general than the original word, e.g. "Mass Effect" becomes "Video Game") and then injects personal search history related to the synonym (which is how Heroes of the Storm ends up as part of the query). Most of the time it's just subtly enraging; you know the page you're looking for exists, and you know your search is extremely precise, but Google keeps giving you overly-generalized results with a skew towards your "profile".

Anyway, all that is to say that I feel exactly the opposite of what you feel about the relationship between this Google "feature" and the quality of its results.




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